Communicating to Baby Boomers

How to stay in touch with the Baby Boomer generation as they turn 50.

They brought us the hula hoop, Frisbee, minivan, answering machine, and countless other new products.  Baby Boomers are a market juggernaut that makes up 50 percent of consumer demand.

They are also reaching a critical point in life as more than 12,000 a day are turning 50 years old.

All their lives, Boomers have watched business grow and change to meet their every want. So why should that change? Whatever your products or services may be, here are five recommendations to help your organization communicate effectively with the Baby Boomer generation.

Know their priorities.

Anheuser-Busch recognized that Boomers were the health-conscious generation focused on staying active and keeping the pounds off. As a result, they advertised the new low-calorie, low-carb beer Michelob Ultra with images of active 50-somethings swimming, kayaking, and biking.  By understanding their healthy lifestyles and meeting their needs, Michelob Ultra profited from a loyal Boomer following.

Hit them between the eyes with a clear, compelling message.

“Build on the rock.” Prudential Financial investment services won Boomers over with this key line that exudes stability and strength – something Boomers desire as they approach retirement.

Communicate to them as individuals in their prime.

Boomers want to hang on to their youth and avoid the graceful aging of previous generations.  Pepsi got their attention when it changed its tagline from “the taste of a new generation” to “for those who think young.” Naturally, Boomers connected to a message that related to them as active individuals not senior citizens.

Depend on the web as a primary means of communication.

Studies show that Boomers like to shop online.  About three quarters of Boomers have Internet access.  Of that group, 92 percent have shopped online.  It’s no surprise that, several years ago, the Internet passed advertising as the number one tool for attracting new customers.  Boomers and their quest for information drove that trend.  Boomers are equally impatient online as they are in person.  Make sure your website has detailed information about your product and how to reach a live person if the customer has questions.

Give personalized attention and service.

As more and more Boomers creep past 50, the “do-it-yourself” craze is giving way to the “do-it-for-me” model. Companies like Home Depot, Lowe’s, and Best Buy have attracted their loyalty by offering installation services and experts to answer questions – a tailored service Boomers love. Why do it yourself when someone can do it for you?